It’s what we do.

August 13, 2023 by

One of our very first advertising clients was a privately owned company that developed and manufactured electromagnetic components. At their factory, I saw with my own eyes a perfect example of why it’s important to consider your employees as your # 1 audience. I also decided that having named my agency Inside Out Communications wasn’t so crazy after all.

Walking around the plant, you’d see a frequently updated collection of very large, beautifully framed prints. They showed a wide range of products meant for mission-critical power applications; they all featured one or many of their electromagnetic components.

Employees who had worked in the team that designed, developed, manufactured or shipped those miniature components could see exactly where and how they ended up being used, and feel the pride of being part of something bigger than an assembly line.

Filed Under: Inspiration

Seattle University School of Law

March 8, 2023 by

Sharing a video from Seattle University School of Law

Sharing a video from Seattle University School of Law

Filed Under: Inspiration

Maybe it’s respect?

August 12, 2022 by

Receiving a message from a long-time-ago customer, congratulating me on a work anniversary, reminded me of the main reason I truly enjoyed working with that company. Their salespeople didn’t resent us. They considered us part of their team. They liked us, and they still do. Actually, their sales VP, a wild, wise and witty guy from Wales, UK, was also marketing VP, and believed sales and marketing worked better together, not at opposite sides of the table. Who knew.

So what happens when salespeople, focused on achieving their sales goals, realize that their advertising agency actually knows a thing or two and can be trusted to help, and when advertising agencies understand the unique knowledge that salespeople have, and recognize their need of salespeople’s experience in order to develop solid marketing communication efforts? The synergy is amazing. And so are the results.

Filed Under: Inspiration

A happy sort of sadness.

April 21, 2022 by

After over 90 years in business, Muzi Motors in Needham has closed down its doors. We had the privilege of working with them, actually, their latest logo was developed by our then creative director, Matt Lynch, and we have many memories of organizing exciting and fun events to support their expert sales team. When we started our relationship, Fred Muzi was already getting ready to retire, and he was handing the business reins to his nephews, Neal and Glen Cammarano and niece, Dale Sinesi. I will personally never forget those intense weekly meetings where advertising decisions were made; they were a careful balancing act where the input of the old-time staff members was given respectful attention, and our opinions were respectfully questioned. It was a great lesson on corporate manners and on management.

So it’s over now. Time must go on and changes must happen. But one thing doesn’t change. Good clients keep forever a special place in our heart. (Yes. This agency has a heart.) Good bye, Neal, Glen, and Dale. Best of luck in your new endeavors.

Filed Under: Client News

YES, THANK YOU, PLEASE.

February 1, 2022 by

Raise your hand if you have sent a “Thank You” message in the last five days.

Oh, I see, I am addressing a group of very sad people; people to whom nobody has done a favor, given a referral or invited to join a group in quite a while; people who didn’t receive an answer when they asked an acquaintance to give their daughter some tips for their college interview; or who haven’t needed a substitute for their carpool; people to whom nobody has written a LinkedIn comment.  I suppose those people exist.

But anyone else can grab a pen or a laptop or a smartphone, and write a short and simple message and know for sure that somebody is having a better day because they were acknowledged.

Filed Under: Strategy

IT’S WHAT WE BELIEVE

July 9, 2021 by

And we stick to it. “Inside Out” works. Meaning, advertising that comes from the inside, expressing what the users love about a product, not what the marketing team thinks is the big differentiator; why the operators prefer using a particular machine, which may be an obscure feature that actually adds comfort; the reasons some people refuse to get vaccinated…

Which brings us to the real challenge we’re facing right now. Beyond figuring out how to convince those reluctant to get the vax, we need to keep in mind that they are not a block of people acting for the same reasons, and reachable through the same channels and media, but many, many different groups, each one with their very own values, fears, worries and concerns, and each needed to be found and touched in a way they find familiar and non-threatening.

Filed Under: Strategy

NETWORKING IN THE DAYS OF COVID

January 12, 2021 by

Staying in touch, productively and safely, with old business acquaintances and friends, and making new ones, are tough-to-overcome challenges brought to us courtesy of the pandemic. But we have a couple of examples that show how relationships can still be created through masked and socially-distanced human interaction. 

Inside Out Communications supports the work of the Boys and Girls Clubs, and we’re committed members of the Milford Area Chamber of Commerce, so we donated cuts of grass-fed beef from agency client Del Terruño to the two organizations for auctioning at their recent virtual fundraising events. Maria Stearns, our Managing Director, followed up immediately with the winners of the auction, and personally delivered the cuts. Guess what? In both cases, the winners turned out to be very closely connected to the food and hospitality sector, therefore prime prospects for our client. Yes, you can network in the days of COVID. 

Filed Under: Strategy

The very same people who are good sometimes…

November 25, 2020 by

Are the very same people who are great sometimes! And if you have any doubts, read on.

The Boys and Girls Club of MetroWest’s Annual Gala is a key fundraising event for the organization, and year after year, it has garnered a great range of contributions from the community. The combination of raffles and silent auction items, awards, presentations and speeches, good food and plenty of cheer, is a no-fail mix. Last year, for example, the event raised $128,000.  And then the pandemic hit.

But the Boys and Girls Clubs of MetroWest know how to handle obstacles. This year, their Gala was virtual. And the funds raised (including before, during and after the event) reached $137,000. So there, COVID.

We at Inside Out Communications, Inc., are particularly excited because our VP of Client Services, Maria Stearns, is a member of the Board of Directors for the Boys and Girls Clubs of MetroWest, and sits on their resource development subcommittee as well. Here’s a shout out!

Filed Under: Agency News

MAKE IT PERSONAL

May 12, 2020 by

My husband and I were walking by the river, and we saw from far away the son of the young couple who sold us our house; he’s a pretty wild 5-year-old whom my husband adores because, having been a wild kid himself,  he identifies with him. As a “Hello,” my husband started jumping and yelling, to my great embarrassment and to the utter amazement of another 5-year old, who was sedately walking with his mother near us. When the dance was over, the second kid looked at my husband and asked him, “Now, can you do it again, for me?” What a lesson! It was the same dance and shouting, but it was “For him.” Isn’t that what we all yearn for?

Filed Under: Inspiration

SCARED’EM!

October 16, 2019 by

Checking the industry pubs to see who was doing what, and mostly focusing on activity from our clients’ competitors, I realized that several companies that had been pretty quiet or whose ads really used to look rather home-made, had suddenly increased frequency, size and caliber of their print advertising. Those were all companies in the same segment as one of our European-based clients, whose print and electronic ad campaign had been running successfully in several well-known publications such as Assembly, Machine Design and Design World.

It was a good reminder — your advertising efforts have several audiences, and one of them is your competitors. They pay close attention to what you’re doing, as you pay close attention to what they are doing! And your communication activity can worry them or scare them, even. Feels good.

Filed Under: Media strategy